A Research On The Education Brand Cultivation In Tianjin University Of Technology And Education

With china's deepening entering into the WTO, foreign educational institutions began to take this market; the competition within china is also getting more and more fierce. Then how to deplore the characteristics and take the early turns to develop themselves has become an issue for the higher educational managers to study. The key point to solve the problem is to make good top design, introduce and value the management of development strategies and view the self-development from a strategic perspective. Since education has a kind of post-proof nature, the choice of an educational brand is an important strategy to the manager.This paper focuses on the problem of"cultivate the educational brand of Tianjin University of Technology and Education, construct the competitivity of this brand."The author begins with the current educational situation in china to introduce the background and significance of this study. It gives a comprehensive statement of the relative research documents, provides the logic outline and major study content. Then, it defines the term of"brand"and"educational brand"; assesses the connotations and values of educational brands and explains the necessity of applying the strategy; analyzes the brand of Tianjin University of Technology and Education on the bases of its consisting factors and characteristics; states the problems lying in the existing educational brands. Then, it analyzes the development, defines the main factors and constructs the analysis quota system of the competitivity in the brands. Then, it forms a matrix and compares the competitivity of the educational brand in Tianjin University of Technology and Education in pair groups with a consultant of the experts in Tianjin; analyzes the contribution effects of each quota in the educational brand of the university. the result of the comparison is that contribution from quotas such as the popularity, transformation rate of scientific research outcome, school culture, loyalty of the brand of the university don't contribute much.. At last, based on the above analysis, strategies such as accumulating brand capital, cultivating the brand consciousness, etc are pointed out to help cultivate the educational brand in this university.